If you do any kind of sales or promotions online, you know how difficult it can be to write the sales page. This is a new area for me, copy writing and sales copy have never been my strong points. However, I am determined to master this, at least to some degree.
If you compare any two sales pages and you’ll likely see several similarities. That’s because people read sales pages differently than they do other content. In order to make a sale then, the writer needs to create a format or a structure that appeals to the reader.
Here are some tips I’ve found. One of the best ways to learn this is to start studying sales pages. Since they are all over the Internet, it shouldn’t be that hard to find 2 or 3 that you can study.
Your Basic Sales Page Structure
Your basic architecture consists of a few key elements. They include:
- The headline – there are many different types of headlines and headline formats. However, you’ll be hard pressed to find a sales page that doesn’t start with one. In fact, some sales pages actually have several headlines.
- The introduction – after the headline is a paragraph or two that introduces the problem. The main job of the copy at this point is to generate reader interest. You want to motivate the prospect to read more.
- The benefits – after the introduction you’ll find that much of the body copy is now dedicated to the benefits of the product or service being sold. Now this is achieved in any number of ways. A person may tell a story. There may be, and often is, a list of bulleted benefits. You may find a bit of both. The purpose of this section is to create desire within the reader to make a purchase.
- The closing – the final section of a sales page is the closing. This is where you will ask your reader to take action. You may find a simply “Buy Now” type button or you may see bonus products, guarantees, postscripts and other incentives to purchase.
How a Prospect Reads a Sales Page
Interestingly enough a prospect doesn’t read a sales page from top to bottom. Unlike reading a book or an article a sales page reader generally follows this pattern.
- 1. Headline
- 2. PostScript/call to action – Quite often they are looking for a quick summary of the benefits and the price.
If the PS and Call to Action are compelling the reader will then go back and peruse the copy. Very rarely will they actually read it word for word. Instead, your prospect will scan the copy looking for keywords and benefits to help them make a quick decision. This is why there are often bold formatting, underlining, and red copy, text boxes to call out specific lists of features or testimonials and subheadings with keywords.
Of course now many people are using video and graphics to help sell. Anything that stands out and captures your prospect’s attention is good because it will make them look, read and hopefully take action.
Take Care with Formatting
Now that you know it’s important to capture your prospect’s attention don’t make the same mistake many beginning copywriters do. Don’t highlight and bold everything on the page. You want to use your formatting options strategically. Guide your reader’s eyes through the page, highlighting action phrases and benefits.
When in doubt, conduct a simple split test to find out which technique produces the best results. Understanding how your prospect reads sales copy online will help you create top selling sales pages.
Now you know a little more about sales page elements. If you’re interested in how to use these elements in your WP blog posts AND works with your existing theme, check out the WP Sales Plugin. Make blogging fun! You can use these icons in your regular posts to add some pizazz!
To your success!
Patti
What people are saying…